Paris Saint-Germain Archives

Key Insights PSG has allocated part of its fiat reserves into Bitcoin, becoming the first major sports club to adopt a long-term Bitcoin treasury strategy. The move aims to align with PSG’s global fanbase, 80% of whom are under 34, and reflects the club’s broader identity as a lifestyle brand. PSG Labs, led by Pär Helgosson, plans to support Bitcoin startups, positioning the club as both a digital innovator and ecosystem builder. LAS VEGAS (MarketsXplora) – French football powerhouse Paris Saint-Germain F.C. (PSG) has quietly become the latest major brand to adopt a Bitcoin treasury strategy, a move that underscores the club’s deepening commitment to digital innovation. Speaking Thursday at the Bitcoin 2025 conference in Las Vegas, Pär Helgosson, head of PSG Labs, revealed that the club began purchasing Bitcoin in 2023, converting a portion of its fiat reserves into the cryptocurrency. The investment, which the club has retained, positions PSG as the largest entity in the global sports ecosystem to publicly hold Bitcoin on its balance sheet. “We put Bitcoin in our books. We took our fiat reserves and we actually allocated Bitcoin,” Helgosson told conference attendees. “We still have it in our books.” The announcement comes ahead of PSG’s appearance in the Champions League final this weekend, adding a layer of off-field spotlight to the club’s already prominent media narrative. It also reflects a broader resurgence in corporate crypto treasuries—a trend that faded after the pandemic-era bull run but has recently gained traction once again. Companies such as Trump Media and Twenty One Capital have recently disclosed substantial Bitcoin holdings, echoing a strategy popularized by MicroStrategy’s Michael Saylor. Others have opted for exposure to alternative digital assets like Ethereum (ETH) and Solana (SOL). PSG’s foray into Bitcoin, however, is not merely financial. The club is framing the move as a cultural alignment with its predominantly young fanbase. Helgosson noted that roughly 80% of PSG’s 550 million global supporters are under the age of 34—a demographic with a high affinity for digital assets and emerging technologies. “PSG is more than a football club, we’re a lifestyle brand,” said Helgosson. “We’re about what’s next, just like Bitcoin.” The club has long been a pioneer in the crypto and Web3 space. It was among the earliest sports teams to experiment with fan tokens and NFTs, particularly during the height of the pandemic, using platforms such as Socios and Chiliz. But its current strategy marks a significant evolution: a long-term, institutional-grade commitment to Bitcoin. Related! CFI Financial Becomes Official Trading Partner of Paris Saint-Germain PSG was also the first major sports entity to appoint a head of Web3 and metaverse initiatives. Helgosson, who leads the club’s innovation division PSG Labs—established in 2024—says the organization now aims to play a role in nurturing the next wave of Bitcoin-focused ventures. “We’re accelerating Bitcoin entrepreneurs and Bitcoin ventures,” he said. “We will help you build to go to market. We will launch with you, we will list with you, we will raise with you. We will help you find that global market with our over half a billion fans around the world.” With the club leveraging its vast international reach and brand cachet, Helgosson’s comments suggest PSG is looking well beyond the pitch—positioning itself as a global ambassador for crypto adoption and innovation.

Paris Saint-Germain Adopts Bitcoin Treasury Strategy, Expands Crypto Ambitions

CFI Financial Becomes Official Trading Partner of Paris Saint-Germain

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